Lukman Ishau, Vice Chairman Brand Journalists Association of Nigeria and Publisher Marketing Space. Edward Israel-Ayide, Founder/Head of Communications and Strategy at Carpe Diem Solutions. Clara Chinwe Okoro, Chairman Brand Journalists Association of Nigeria and COO Brandworld Media at the recently concluded World Consumer Rights Day workshop event held at the Star Academy, Heineken Theatre Nigeria Breweries venue in LagosA Public Relation expert, Edward Israel-Ayide, Founder/Head
of Communications and Strategy at Carpe Diem Solutions, a PR Agency, has said
that the proper use of Artificial Intelligence (AI), will strengthen
brand/consumer relationship.
The increasing presence of technology is fast reshaping the
way businesses are conducted in today’s digital world, this has led brands to
fashion out various ways to engage with their consumers and one of which is
through the use of Artificial Intelligence (AI) powered tools.
To this end, Israel-Ayide noted that AI enables businesses
to understand consumer behaviour, preferences and needs on a granular level.
This knowledge allows for the creation of personalised and tailored
experiences, from product recommendations to targeted marketing messages,
enhancing customer satisfaction and engagement.
Speaking during his keynote address in a workshop organized
by Brand Journalists Association of Nigeria (BJAN) to commemorate the annual
World Consumer Rights Day, on Friday March 15, 2024 in Lagos, Israel-Ayide said
the companies and organizations that succeed in this new era will be those that
place consumer trust at the heart of their AI strategies.
He spoke on the title: “Winning consumer trust in an AI powered
world.”
According to him, prioritizing fairness, transparency, and
accountability isn't simply a matter of good ethics; it's a matter of sound
business practice.
“The potential benefits are profound. By earning consumer
trust, we forge meaningful, enduring relationships between businesses and those
we serve. We also create a digital environment where innovation flourishes
alongside a profound respect for consumer rights and well-being. As
technologists, business leaders, and advocates, we must all commit to building
a future where AI serves society equitably, works to empower individuals, and
operates within a robust framework of ethical principles,” he said.
He pointed the concerns raised in some quarters on the use
of AI noting that, as important as the tool is, trust is very essential in its
usage.
“AI is not coming to take over our job but a tool to enhance
it. Although, there are increasing risk in their usage but, the path forward
lies in adopting and upholding fair and responsible AI principles. Fairness
compels us to mitigate biases that may exist within our datasets. Algorithms
must be rigorously tested to ensure they do not replicate or amplify existing
societal inequalities. The recent trend of HR departments deploying AI tools to
decipher who qualifies to be interviewed for jobs has raised worrying issues of
algorithms sideling candidates it didn’t believe fit into a certain criteria
and stereotype of a class of people that qualify to be interviewed as this is a
dangerous form of bias that may not be in the interest of the employing organizations.
“Transparency has become paramount. Companies must now
clarify how AI systems operate, how data is used, and how AI-powered decisions
are reached. This openness empowers consumers with understanding and fosters a
vital sense of agency. Efforts like Microsoft’s “Map, Measure, Manage
framework” exemplify how transparency can strengthen brand loyalty”.
On the role of marketing professionals and the media, he
advised that they play a crucial role in championing responsible AI practices
by ensuring that AI-driven initiatives align with ethical standards and
consumer expectations. They can also
advocate for transparency, fairness, and accountability in AI deployment,
guiding decision-making processes to prioritize consumer trust and privacy.
The World Consumer Rights Day, is celebrated globally every
March 15, to draw attention to the rights of the consumers and to raise
awareness about consumer rights and empower individuals with knowledge and
resources to make informed decisions in the marketplace.
The theme for this year is: FAIR AND RESPONSIBLE AI FOR
CONSUMERS.
The workshop held at the Heineken hall, Nigeria Breweries
Plc, Abebe Village Road, Iganmu Lagos, was supported by brewery giant, Nigerian
Breweries, Nestle Nigeria, Ritefoods and Chain Reaction, one of the leading PR
firm.
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